Confidential Case Study: Project Voice

To respect client confidentiality, this case study refers to the brand by Project Voice and features anonymized brand assets.

Brand Strategy Pivot, Brand Manifesto, Persona & Tone Guidelines, Messaging

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Brand Strategy Pivot, Brand Manifesto, Persona & Tone Guidelines, Messaging 〰️

Rebranding an assistive-tech startup for the Deaf and hard-of-hearing community meant solving a core divide: uniting proud Deaf advocates with late-deafened seniors seeking stigma-free tools.

Writing across these groups required navigating a unique linguistic challenge—balancing ASL’s direct, no-frills structure with human-first translations of complex tech talk. I led the messaging refresh, cutting through dense jargon and patronizing pity tropes to establish an empowering voice that reframed accessibility as a tool for total independence.

Brand Manifesto

I defined the brand's core ethos with a high-energy rallying cry centered on empowerment, agency, and equal access.

Archetypes

I evolved overused, early-stage archetypes (Outlaw, Hero, Everyman) into a custom framework.

Tone of Voice

I built a side-by-side DOs/DON'Ts framework with clear guardrails, enabling fast adoption and seamless execution across creative teams.

Reasons To Believe

I translated dense tech specs, FCC compliance rules, and AI-speak into four clear, human-centered Reasons to Believe that make complex capabilities instantly easy to understand.